Download Marketing

Module Code:
Level:
MARKETING
5
Credit Value:
15
Pre-Requisites:
None
Module Description
The aims of this module are to introduce students to the principles of marketing, the
role of marketing management in a variety of organizational settings (retail, consumer
goods, industrial goods, service, non-profit oriented). The module introduces the main
marketing principles as applied in consumer, industrial and service organizations. It
seeks to explain the value of a marketing focus to both customer and supplier, and
analyses what marketing can and does contribute to both individual and organizational
users.
The module explores the challenges associated with marketing in today’s business
environment. It explores the marketing process and the issues firms face in gaining
sustainable competitive advantage by adopting a marketing orientation. On
completion, you should be capable of analysing business environments, existing
marketing strategies, and producing marketing plans.
Learning Outcomes
On successful completion of this module students will be able to
1. Critically evaluate the principles of marketing and analyse their role in
achieving organisational objectives.
2. Use and justify appropriate primary and secondary research methods to
understand current markets and/or sectors within which the organization
operates.
3. Develop a marketing plan that contributes towards achieving organisational
objectives.
Indicative Content
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What is Marketing?
The Marketing Environment
Introduction to marketing, marketing planning and buyer behaviour.
Consumer behaviours
Segmentation, targeting and positioning in consumer and organizational
markets.
Understanding customers - Market research. Primary and secondary data.
Product Classifications
Pricing Decisions
Supply Chain Management
Integrated Marketing Communications
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Promotion and Personal Selling
Managing the marketing mix.
Relationship marketing.
The role of innovation for competitive advantage.
International marketing. An overview of the global perspective.
Advertising and promotion - communications decisions
Learning & Teaching Strategies
The module will cover the form, trends and role of marketing in
contemporary organizations, with a combination of lectures and seminars,
supported by current case studies.
Assessment
Multiple choice assessment which will take the form of an online test.
(1 hour) 25%. Mid semester.
Individual written assignment which will allow students to apply their learning
to a real-world example and create a Marketing Plan to achieve
organizational objectives. (1500 words) 75%. End of semester
Specific Learning Resources
None
Bibliography
Highly Recommended
Baines, P. and Fill, C. (2014) Marketing. (3rd Ed) Oxford: Oxford University
Press.
Jobber, D. (2016) Principles and Practices of Marketing (8th Ed) Maidenhead:
McGraw-Hill Higher Education.
Kotler, P. and Armstrong, G. (2015) Principles of Marketing. (16th Ed) New
York: Prentice Hall.
Recommended
Brassington, F. and Pettitt, S. (2008) Principles of Marketing (4th Ed). New
York: Prentice Hall.
Kapferer, J. (2011) The New Strategic Brand Management (4th Ed.) UK: Kogan
Page.
Keller, K. (2012) Strategic Brand Management (4th Ed). Harlow: Pearson
Education.
Palmer, A. (2004) Introduction to Marketing. Oxford: Oxford University Press.
Palmer, A. (2014) Principles of Service marketing (7th Ed). Maidenhead:
McGraw-Hill Higher Education.
Lovelock, C. and Wirtz, J. (2011) Services Marketing: Global Edition. Harlow:
Pearson Educational.
Wilson, A. (2008) Services Marketing (European Ed). Maidenhead: McGrawHill Higher Education.
Online complimentary resources
https://marketing3e.wordpress.com/